The Post Pub

Free eBook: Effective Internet Presence

Thanks to the Publishing 2020 Blog, I found out about this free eBook about building an effective internet presence.  It's pretty elementary information, but as such, essential (and quick) reading for anyone who's just starting to get their feet wet with personal branding online.  This is a primer on how to manage, control and improve your reputation online -- not a guide to aggressive online marketing.  But it's a good, solid starting place for anyone overwhelmed by the possibilities and wondering where to start.

How to Spot a Shill

There's an interesting discussion about this going on at Amazon. Food for thought for authors who are planting fake book reviews.

Tales from a Teleseminar: How Tim Ferriss Used the Internet to Become a Best-seller

As I type this, I'm listening to Tim Ferriss's teleseminar on social media marketing and how he used the blogosphere to promote his book, The Four-Hour Workweek, to the NY Times bestseller list and the top of the Amazon heap.  I've learned a few things, but for the most part, most of the techniques Ferriss used to promote his book to the appropriate audience are the same sensible techniques I've been using to approach the blogosphere on behalf of authors since 2005.  I've been effective, but he's been phenomenal -- which has helped me, over time, to make two conclusions about selling non-fiction books using the internet:

1. Ferriss's book is made to sell. It's a good idea, it's controversial, and it's resonant. It's about something people want to talk about (working less, enjoying life more). It undermines existing paradigms and promotes new ones. It does everything right, and started doing so before he even wrote a word, because Ferriss put a lot of thought into what he wanted to write, and he honed his platform early with public speaking and seminars on his subject matter. He also product-tested his book title online, using Google Ads, before finalizing anything. Every non-fiction author should do this. (Read his book to learn how.)

2. Ferriss wrote a book that, content-wise, is tailor-made to appeal to tech workers and to Silicon Valley -- people who are often overworked, but just as often with the flexibility to telecommute, which is a major focus of Tim's book.  (Additionally, the blogosphere and social media are increasingly obsessed with productivity tips on how to do more in less time: see also, 43 Folders and Lifehack.) Appealing to Silicon Valley is basically synonymous with appealing to bloggers -- many, many tech industry employees and tech-watchers blog avidly, have money to spend, and have the savvy and the audience to share a book with large online audiences.

If you want to write a non-fiction book that will do as well as The Four-Hour Workweek, you'd be smart to follow Tim's business model.  Research the book before writing it; make sure it will appeal to the blogosphere and some demographic of tech-savvy readers (young adult readers count); settle on a single, strong viewpoint (and reflect this in your book title); product test your idea online before you approach agents and publishers; and perhaps most importantly, make sure it's contributing unique content to the conversation. Content is king.

-- Kristen, Pub Editor